Vocation Introduces a Line of New Craft Beers with a Bold Brand Identity

UK-based microbrewery Vocation joined forces with branding agency Robot Food to create a brand strategy for a range of new craft beers, each named and designed to highlight their unique flavor profiles.

The craft beer industry is an industry divided, with brands either opting for a traditional identity that emphasizes heritage, or otherwise embracing a more eccentric aesthetic. Vocation is definitely in the latter category, with a bold typography and quirky illustrations that immediately stand out.

The illustrations on the bottles almost resemble a sleeve of tattoos, and the themes within them speak to the rebellious, adventurous nature of the brand itself: ships, islands, skulls and waves. But perhaps the crowning jewel of this range of new craft beers is their titles: Bread & Butter, Heart & Soul, Pride & Joy and Divide & Conquer. Printed in bright colors against the monochrome bottles, those are names that won't be soon forgotten!